Measuring social media effectivesness /Mandi Bateson

Photo credit: Scott Beale | Laughing Squid

WHO?WHO?

Photo credit: Oversocialized | Flickr

Key performance indicators

Depth of interactions

Share of brand

Key category phrases (buckets)

New key search phrases

Traffic by media mix

Digital reach

Opt in audience

WHAT?WHAT?

Nurturing the sales funnel

Understanding the stages and influences involved in the buying process and targeting each contributing factor

Targeting the right people with the right message at the right time

Adapting to an opinion based buying process by educating and informing instead of pushing products

Facilitating two way communication to increase relevance, reputation and reach

Creating advocates to strengthen core messaging

Measuring the sales funnel

Research:

Share of brand

New key search phrases

Digital reach

Opt in audience

Planning:

Depth of interactions

Share of brand

Traffic by media mix

Testimonials:

Depth of interactions

Share of brand

Digital reach

Lead capture/sales?

WHERE?WHERE?

WHEN?WHEN?

Example data only

WHY?WHY?

HOW?HOW?

SOCIAL PULSE• Reach• Associated keywords• Reputation management

Tool: Social Radar by Infegy

Tool: SM2 by Alterian

Measure the impact of your campaigns

Tool: SM2 by Alterian

Tool: SM2 by Alterian

Tool: SM2 by Alterian

Tool: SM2 by Alterian

Tool: SM2 by Alterian

Clarify your objectives and key performance indicators

Present the numbers

Write an analysis and add context to the numbers

Highlight the changes from previous reports

Include recommendations

Include anecdotal feedback

Ask for internal feedback

Writing your report

FREE TOOLS Website Audit http://delicious.com/mab397/websiteaudit

Social Audit http://delicious.com/mab397/socialaudit

Platform Search http://delicious.com/mab397/platformsearch

Search Audit http://delicious.com/mab397/searchaudit

Alerts http://delicious.com/mab397/alerts

“Subscription tools can

be expensive to run on

your own. Use an agency

to benefit from multiple

user discounts”

Mandi Bateson | Digital Director | @mab397

e: mbateson@hillandknowlton.com.aub: http://mab397.wordpress.com

t: 02 9286 1277